Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past webinars and other events.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Lack of Understanding Limits In-App Header Bidding, For Now

Header bidding, a specific implementation of programmatic advertising that allows ad buyers greater access to publisher inventory—even inventory once set aside for direct advertisers—is making it easier for ad buyers to access premium app inventory, but before mass implementation can occur, server-to-server issues must be sorted out.

“Right now, the industry is in the super early stages of in-app header bidding,” said Anne Frisbie, senior vice president of global brand and programmatic at mobile ad exchange InMobi. “A very low percentage of inventory is flowing today via header-bidding scenarios. And it’s going to be a small percentage of inventory for the next few years because it’s so new, and there’s a lot of learning that needs to go into it.”

Subscribe to the "Behind the Numbers" podcast on SoundCloud, Apple Podcasts, Spotify, or Stitcher.

Header bidding is a specialized form of automated ad selling, and while it has grown common in recent years, it is not well understood. eMarketer’s Lauren Fisher and Ross Benes discuss the ways that publishers and ad buyers are using header bidding, why it has grown, and why it may not spread much beyond its current use.

Survey research conducted by InMobi confirms Frisbie’s assertions. A survey of 130 InMobi and AerServ publisher partners in North America conducted by the firm from June to July of this year found that 31% of respondents said a limited understanding of in-app header bidding technology prevented them from adopting it. An added 23% of respondents cited implementation issues, which might be attributable to a lack of understanding of the tools and technology.

These and other header-bidding-related trends are explored in eMarketer’s latest report, “Header Bidding Update 2018: What’s the Outlook for Web, Mobile App and Video?” The report highlights the current state of header bidding and the most common ways these programmatic deals deliver higher CPMs for publishers. The report also explores how header bidding has changed the rules of programmatic auctions—and highlights what advertisers need to know now.